The background
Netflix wanted to create a buzz-worthy appointment-to-view experience for the launch of Murder Mystery 2, a multi-genre thrill ride featuring Nick and Audrey Spitz (Adam Sandler and Jennifer Aniston) solving a high-stakes case that sends them to Paris on a whim. We saw this as the perfect opportunity to turn the excitement of the film into a real-life adventure. Saying goodbye to the usual 'Netflix and Chill,' we introduced 'Netflix and Thrill.'
The nuts and bolts:
Our strategy? Send one lucky couple on the ultimate whirlwind Parisian getaway—but with a catch. They had to watch the movie on launch night and show up at Manly Wharf the next morning, bags packed and passports in hand, ready for whatever came next.
In the days leading up to the big reveal, we dropped cryptic clues across radio and social, building suspense around a key mystery from the film: What was the colour of the car that gets stolen? As the tension built, excitement grew.
By Friday, we had transformed Manly Wharf into an immersive Parisian dream. A chic restaurant façade collided with a dinged-up van straight from the film, alongside an iconic Eiffel Tower replica and a countdown clock ticking toward the movie’s release. The atmosphere was electric—French caricature artists sketched, the sounds of Paris filled the air, and trays of macarons were passed around as the crowd prepared for the 6pm film drop.
To our surprise, couples started camping out overnight—ready to solve the mystery and claim their ticket to Paris. On Saturday morning, the top ten couples faced off in a final challenge: placing props from Murder Mystery 2 in the order they appeared in the movie.
This final detective-worthy puzzle was the ultimate test of wits, and one lucky couple cracked the case, winning an unforgettable weekend in Paris. A few days earlier, their weekend plans were quiet—now, thanks to Netflix, they were on a plane to the City of Lights.
The campaign was a resounding success—dominating social channels, earning massive media coverage, and catapulting Murder Mystery 2 to the top of the charts on launch weekend.
